Purchases of fresh fruit and vegetables up over last three years

IRISH consumers are buying more fresh fruit and vegetables weekly than they were three years ago, according to a survey from Bord Bia.

The food board’s latest research has found that 80% of fruit types bought by shoppers were fresh, as was 70% of all vegetable types.

In a novel move, Bord Bia has enlisted Irish rugby star Tommy Bowe to share his culinary tips for introducing fresh fruit and vegetables into everyday meals — available on the bestinseason.ie website.

Consumers have also increased their daily intake of fresh produce. Some 48% of consumers claim to be eating fresh vegetables, with 43% eating fresh fruit daily. Of those eating more fresh fruit and vegetables each day, 70% do so for health benefits. The survey found increased awareness that fruit and vegetables have vitamins, fibre, minerals, nutrients, antioxidants and help reduce heart disease, stroke and cancer.

Bord Bia horticulture manager Mike Neary said: “Fruit and vegetables are low in fat, lower in calories and contain lots of water which can help people maintain a healthy balanced diet. While most people are consuming fruit and vegetables, the intake levels are below the recommended levels. A better understanding of the health benefits and the convenience or versatility of fruit and vegetables will lead to increased consumption and sales of fresh produce.”

Ireland’s retail fresh produce market to December 2010 was worth €1.18bn, driven by high household penetration for fresh produce.